Digital Public Relations Management in Educational Content on the Instagram Account @dishut_jabarthe
Article Sidebar
Instagram,
Environmental Education,
Public Participation,
Dialogic Communication Hubungan Masyarakat Digital,
Instagram,
Pendidikan Lingkungan,
Partisipasi Publik,
Komunikasi Dialogis
Main Article Content
Abstract
This study examines the strategic management of Digital Public Relations through educational content on the Instagram account @dishut_jabar. Employing a descriptive qualitative approach, data were collected through semi-structured interviews, direct observation, content analysis, and documentation. The findings reveal that digital public relations are managed systematically through content planning, visually engaging designs, communicative language, and interactive formats such as infographics, quizzes, and short-form videos. Two-way communication in the comment section facilitates dialogic interaction, encourages public discussion, and supports participation in environmental initiatives such as Jumat Menanam, despite challenges related to audience engagement and platform algorithms. These practices reflect the principles of Kent and Taylor’s Dialogic Public Relations Theory, including mutuality, propinquity, empathy, and risk. Overall, the study demonstrates how dialogic and educational social media communication can enhance public engagement and participation in government-led environmental conservation efforts.
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Abitbol, A., & Lee, S. Y. (2022). Dialogic communication and stakeholder engagement on social media: A comparative analysis of public sector organizations. Public Relations Review, 48(2), 102178.
Bramanta, J. R., Burhanuddin, B., & Burhani, A.-M. A. I. (2025). Pengelolaan digital public relations pada media sosial Instagram @pusdiklatanri. Journal Media Public Relations, 5(1), 194–204.
Chand, S. P. (2025). Methods of data collection in qualitative research: Interviews, focus groups, observations, and document analysis. Advances in Educational Research and Evaluation, 6(1), 303–317.
Criado, J. I., Sandoval-Almazan, R., & Gil-Garcia, J. R. (2020). Government innovation through social media. Government Information Quarterly, 37(3), 101418.
Cutlip, S. M., Center, A. H., & Broom, G. M. (2009). Effective public relations (11th ed.). Pearson Education.
Fanindita, N. A., & Fardiah, D. (2025). Transparansi informasi publik Digital Public Relations Dinas Sumber Daya Air Provinsi Jawa Barat di Instagram. Bandung Conference Series: Public Relations.
Kent, M. L., & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28(1), 21–37.
Kent, M. L., & Taylor, M. (2021). Toward a fully dialogic theory of public relations. Public Relations Review, 47(1), 101987.
Kansa, F. H., & Wiryany, D. (2024). Analisis strategi komunikasi pemasaran pada akun Instagram @inabauniversityofficial. Journal of Communication Studies, 2(2), 471–486.
Kim, J. N., & Rhee, Y. (2021). Strategic communication and dialogic engagement in digital platforms. Journal of Communication Management, 25(4), 351–368.
Lifiyah, I., Wiryany, D., & Tawaqal, R. S. (2025). Strategi komunikasi pemasaran brand Apple pada akun Instagram @ionstore_id. Journal of Communication Studies, 3(2).
Lovejoy, K., Waters, R. D., & Saxton, G. D. (2020). Engaging stakeholders through social media: How nonprofit organizations are using Facebook. Public Relations Review, 46(1), 101827.
Lovari, A., & Bowen, S. A. (2020). Social media in government communication: Stakeholders, publics, and engagement. Journal of Public Affairs, 20(4), e2166.
Men, L. R., & Tsai, W. H. S. (2022). Strategic content management in digital public relations. Public Relations Review, 48(1), 102142.
Men, L. R., Tsai, W. H. S., Chen, Z. F., & Ji, Y. G. (2021). Social presence and dialogic communication on social media. Journal of Public Relations Research, 33(1), 1–20.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2019). Qualitative data analysis: A methods sourcebook (4th ed.). SAGE Publications.
Putri, J., Hati, S., Meltareza, R., & Wiryany, D. (2025). Pola komunikasi vertikal divisi public relations PT Kereta Api Indonesia dalam pengelolaan akun Instagram @keretaapikita. Journal of Communication Studies, 2(2), 359–371.
Sugiyono. (2013). Metode penelitian kualitatif, kuantitatif, dan R&D. Alfabeta.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sutisna, A. F., Wiryany, D., Taufiq, A., & Ramdan, M. (2025). Kepercayaan konsumen baju preloved di akun Instagram @prelovedbyifaa. Journal of Marketing Communication, 3(2).
Typhina, E., Ile, O., & Bardom, R. E. (2024). Segmenting stakeholders for effective extension education: A case study of sustainable forestry practices. The Journal of Extension, 62(3), 14.
Zulhamsyah, F., & Rachmiatie, A. (2025). Pengelolaan media sosial Instagram sebagai bentuk sosialisasi program kerja. Bandung Conference Series: Communication Management, 5(2), 1149–1156.